Brand Tone

Approachable Expertise: Passionate & Enthusiastic, Friendly & Community-Oriented, Authoritative & Educational, Humble & Authentic.

Brand Values

• •Quality & Excellence
• •Community
• •Family
• •Patriotism & Service
• •Education & Empowerment

Best Practices

• •Lead with Expertise, Follow with Friendship: Always ground your claims in your experience (e.g., "On the competition trail, we learned..."). Then, translate that into a friendly tip for the home cook (e.g., "...which means you can get a perfect crust by simply...").
• •Weave the "Why" into the "What": Don't just sell a rub; sell the experience it creates. Connect your products back to your values—family gatherings, the pride of a successful cook, and the "lovely jubbly" feeling of happiness.
• •Speak Like a Teacher, Not a Salesman: Frame content around helping and educating. Use tutorials, tips, and recipes as your primary marketing tools. This builds trust and positions sales as a natural outcome of your expertise.
• •Celebrate Your Roots: Consistently mention "Veteran Owned," "Family Operated," and "Wisconsin Made." These are powerful trust signals that differentiate the brand and build an authentic connection with customers.
• •Keep it Real: Use genuine photos and behind-the-scenes content. Share your successes (competition wins) but also the process. The authenticity of a family-run business is a major asset and should be central to your story.

Social Perception

Credible, high-quality, and authentic craft BBQ brand. Perceived as an expert resource that is accessible and friendly, with customers drawn to its award-winning products and the trustworthy persona of a veteran-owned, family-run business. Fosters a loyal customer base through a targeted, community-focused approach.

Copy Examples

• •That weekend feeling, bottled. Our 'And Then Some' rub brought home the hardware, and now it’s ready to bring home the flavor to your backyard. Get that perfect sweet & savory bark every time. #LovelyJubblyBBQ #AwardWinning #BBQRubs #VeteranOwned
• •From our family to your grill. 'The Everything' is exactly that—the only all-purpose seasoning you'll ever need. Developed on the competition circuit and perfected in our Wisconsin kitchen, it’s your secret weapon for chicken, pork, veggies, and... well, everything. Cook with confidence. Cook with us.
• •Tips from a Vet: Your Weekend Brisket Guide is Here
• •Competition-Grade BBQ, Made for Your Backyard. Taste the Award-Winning Difference. Veteran Owned. Family Operated.
• •Hey, Southern Wisconsin! Come say hi and sample the good stuff this Saturday at the [Event Name]! We're bringing our award-winning rubs and plenty of BBQ spirit. Let's talk shop, share stories, and make your next cookout 'lovely jubbly'!